Social Gaming Ads D i g i t a l M a r k e t i n g A r t s C o n f e r e n c e 1 0 S e p . 2 0 1 2

1

B y : A h m e d S a b r y C E O , I T V i s i o n

D i g i t a l M a r k e t i n g A r t s C o n f e r e n c e a n d W o r k s h o p , C a i r o o n 1 0 - 1 1 S e p . 2 0 1 2

2

The way of reaching people through advertising is not changed, It’s pretty much the same old strategy that it has always been. And it’s even becoming less & less affective for advertisers.

3

Which means it’s quite time

for serious innovation in

reaching people through

advertising

People are connect ing , shar ing , checking in , post ing & commenting.

Internet has become more mobi le

Social Games

are now

a L iving Interactive Experience

500 Mil l ions Users Are playing social games

7 Source: emarketing 2011

Socia l gaming wi l l grow and spi l l over to rea l wor ld o Social Media Games have more players than prime time TV

shows have viewers.

o As social media will become more mobile so will social

gaming.

o Social media games will be played on-the-go

o Social gaming will be integrated with real life to physically

perform tasks offline that have effect in the virtual world.

o Engage real friends, go to locations, flash mobs,

8

The potential growth of mobile social gaming is

huge

9

10

CityVille surpassed 61 million MAUs within the first 50 days after launch. CityVille was the first game launched in multiple languages (English, French, German, Italian and Spanish). In June 2011, zynga launched CityVille Hometown, a mobile application available on Apple iOS platforms.

FREEMIUM GAMES

GAME GENDER AGE MAU

CityVille 70% Female 26-35: 25% ; 36-45:15% 46-55: 10% 71,667,181

FarmVille 70% Female 16-25: 20% ; 26-35: 25% 36-45: 20% 35,978,341

Bejeweled 75% Female 26-35: 25% 36-45: 25% 9,033,479

Mall World 92% Female <15: 35% 15-25: 20% 3,100,000

Backyard Monsters 75% Male 18-25: 25% 26-35: 25% 4,402,936

Car Town 80% Male N/A 3,600,000

Millionaire City 69% Male Top age segment :13-24 3,100,000

Zombie Lane 53% Male Top age segment :18-34 2,500,000

GAMING DEMOGRAPHIC EXAMPLES

Source : Facebook Internal Statistics

UAE 900,000

KSA 1,600,000

Bahrain 100,000

Oman 100,000

Kuwait 250,000

Libya 150,000

Yemen 100,000

Lebanon 550,000

Iraq 400,000

Algeria 1,200,000

Morocco 2,400,000

Tunisia 1,000,000

Egypt 4,000,000

12 MILLION USERS FROM THE ARAB WORLD ON FACEBOOK SOCIAL GAMES

Social Gaming Ads is the cross of

Four big industries

14

Games

Mobile

Social Media

Advertising

Obama Runs Ads in Games, 2008

15

Barack Obama's campaign ads appeared in several sports video games, including the granddaddy of them all, Madden football and Xbox 360 racing game Burnout Paradise

http://www.youtube.com/watch?v=tu9hrMsR7Nc&feature=player_embedded

16

Exclusive McDonald's Farmville farm

Top brands are us ing In -game Advert is ing

KEY FEATURES

18

In-Game Ads

Engage consumers across 500+ leading social games with targeted, player initiated-and- rewarded video ads/content

Monetize virtual currency and reward consumers using our advanced offer-based payment solutions

Direct Response Advertising

Engage consumers wherever they are on any Android or iOS app with our mobile SDK

Mobile

ADVERTISE YOUR BRAND TO 500 MILLION SOCIAL GAMERS

Global Facebook partnership: Enabling age & gender targeting and FB Credit distribution Synergy: Combines the engagement of social games with the power Of online video Extensive reach: across 500+ leading publishers, platforms and games Granular analytics: ideal for campaign optimization and consumer insight Robust technology: designed for dynamic, large scale campaigns

KEY FEATURES

1. User is prompted to engage with branded content

2. User initiates the branded video and is rewarded Facebook credit or Virtual Currency

3. Post action engagement and viral activation

USER FLOW

USERS PROMPTED TO EARN VIRTUAL CURRENCY BY ENGAGING WITH A BRAND, USER ACCEPTS BY CLICKING ON THE ICON/MESSAGE IN ORDER TO INITIATE THE VIDEO

In Game Icon

In Game Message

CAMPAIGN MECHANICS

WHAT MAKES BRANDCONNECT™ DIFFERENT? WHAT MAKES IT DIFFERENT?

o Launch Video / Games / Installs / Surveys

o 100% Consumption

o Post Actions on Facebook

o Demographically Targeted

o User initiated

o User rewarded

o Frequency capping

o Guaranteed views and engagement

GENERATE FURTHER ENGAGEMENT AND VIRAL DISTRIBUTION

INTERACTIVE ENGAGEMENT

CLICK TO RETAIL SITE SHARE ON SOCIAL MEDIA

You can l ink them to your web s i te / FP

Offerwall and Special Promotions

Facebook Credits is a virtual currency you can use to buy products, watch movies and download music in your favorite applications on Facebook.

OFFERWALL – INTRODUCING FB PERFORMANCE OFFERS

Campaigns can be placed into a premium position within the game screen.

In-Game display ads reach 100% of game audience.

In Game display ads are in standard IAB formats.

Bespoke design available including co-branding for premium advertisers.

Used for special promotions or for high impact offers.

Increased CTR – 30% higher than Facebook Ads / ASU’s

SPECIAL PROMOTIONS ADS

CASE STUDY

Engage 16-34 year old UK audience with McDonald’s brand and drive installs of the McDonald’s Coke Glasses app.

Players were prompted to earn Facebook Credits by watching branded video content on leading Facebook games.

All views were player initiated and the client only paid for complete video views.

Brand Engagement: 23% of players who viewed the video installed the app

CASE STUDY – McDonald's COKE GLASSES

Thank You

30